Advertising Books - Page 12

Managing the Customer Experience: Turning customers into advocates (Financial Times Series)

Shaun Smith, Joe Wheeler

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Customer Reviews:
Total reviews: 10 Average rating: 5.0 of 5

How to "experience the brand" and "brand the experience" 5 out of 5 stars.
18 of 19 people found this review helpful.

Actually, the title of this book is somewhat misleading because Smith and Wheeler have as much of value to say about how to create an appropriate customer experience as they do about how to manage it effectively. In fact, the two are not only connected, they are interdependent. The ultimate objective is to establish an ever-increassing critical mass of customers who are "advocates" or as Ben McConnell and Jackie Huba would characterize them, "evangelists."

Obviously, customer relationship management (CRM) is a multi-stage process which begins with obtaining sufficient and relevant information about the target customer (or customer segments), proceeds through the design and implementation phases, continues with refinement and modification based on rigorous evaluation of CRM initiatives and measurement of their impact. Effective marketing creates or increases demand for whatever is offered whereas effective CRM ensures that "customer satisfaction" becomes "customer loyalty" which, eventually, becomes and remains "customer advocacy."

At this point, it is worth noting that, in several dozen research studies on what customers consider to be most important, three attributes were almost always ranked among the top five: feeling appreciated, convenience (i.e. easy-to-do-business-with or ETDBW), and perceived value. Cost? Depending upon which research study is consulted, it was ranked 9-14 in importance. By the way, Warren Buffett once observed something to the effect, "Cost is what you charge but value is what they think it's worth." Marketers and service providers would be well-advised to keep that in mind.

Credit Smith and Wheeler with providing a remarkably thorough analysis of how to manage the development of relationships with customers which evolve from their satisfaction to loyalty to advocacy. As Bernd Schmitt correctly notes in the foreword, "Towards the beginning of this book, the authors distinguish two key routes toward a Branded Customer Exerience: `experiencing the brand' and `branding the experience.' Experiencing the brand...begins with the brand, turns it into a promise, and delivers on it. Branding the experience is about creating an innovative experience for customers and then branding it.."

Starbucks offers an excellent example. Under Howard Schultz's leadership , the international chain of gourmet coffee shops demonstrates how to combine "excperiencing the brand" and "branding the experience." The result is that Starbucks has become, as Schultz proudly notes, not a "trend" but a "lifestyle." Perhaps no other organization treats its part-time employees treats better (both compensation and benefits) and they reciprocate with a consistency high level of service (both competence and cordiality) and thus function as - yes - advocates. According to Schultz, "What we've done is said the most important component in our brand is the emplopyee. The people have created ther magic. The people have created the experience." Appropriately, Schultz entitled his autobiography Pour Your Heart Into It.

One final point. Most organizations which have problems retaining valued customers probably also have problems retaining valuable employees. Hence the even greater relevance and value of what Shaun Smith and Joe Wheeler share in this book. Peter Drucker once observed, "If you don't have a customer, you don't have a business." There corollary to that insight: "If you don't employees who are competent and cordial as well as committed to the enterprise, you won't have any cuistomers."

Those who share my high regard for this book are urged to check out McConnell and Jackie Huba's Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, Leonard L. Berry's Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success and On Great Service: A Framework for Action as well as Theodore Levitt's The Marketing Imagination (which includes his classic HBR article, "Marketing Myopia"), Kenneth E. Clow and Donald Baack's Integrated Advertising, Promotion, and Marketing Communications (Second Edition), George E. Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective, P. R. Smith and Jonathan Taylor's Marketing Communications: An Integrated Approach, and Noel Capon and co-authors' Total Integrated Marketing: Breaking the Bounds of the Function.

Also, Irving Rein and co-authors' High Visibility: The Making and Marketing of Professionals into Celebrities, Kellogg on Marketing (edited by Dawn Iacobucci), Kellogg on Integrated Marketing (co-edited by Iacobucci and Bobby Calder), and finally, Harry Beckwith's What Clients Love: A Field Guide to Growing Your Business.

Editorial Review:

You need loyal customers, not just satisfied ones. Managing the Customer Experience: Turn Customers Into Advocates shows you how to manage your customer experience and reap the rewards.

Marketing Outrageously: How to Increase Your Revenue by Staggering Amounts!

Jon Spoelstra

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Customer Reviews:
Total reviews: 28 Average rating: 4.5 of 5

Marketing outrageously and writing averagely 3 out of 5 stars.
1 of 2 people found this review helpful.

This book is a quick read and has some interesting examples of ways to market outrageously. I found myself thinking how the ideas that he had could help my business and I realized that not many were really applicable. It does get you thinking in the right direction but I felt the book lacked statistics and basic information on how the ideas can be used in different industries. It seemed more like the book was a recounting of his own marketing ideas and how they helped his high-profile clients. The fact that the book was a bestseller is surprising to me. Perhaps the author really is a genius marketer; he just didn't convey the information on this book.

Outrageously Refreshing 4 out of 5 stars.
0 of 0 people found this review helpful.

There are many great marketing ideas in this book. Even more valuable is the conditioning to think differently or even outrageously.

Here are just a couple thing I'm taking with me:

Write on a card "what will it take for me to________________?" Fill in the blank with your really big goal. Carry that card with you always and often think about the question and possible answers.

On the other side of that same card write "what did I do today to make money for my company?" Think about that question continually until you get in the habit of creating revenue daily. Spoelstra's suggestion is to make at least one sales call every day. Whether or not you are in sales, this will help the company, help you, and teach valuable lessons.

Editorial Review:

Jon Spoelstra, one of the country's best sports marketers, contends there is less risk and more payoffs in creating outrageous marketing.

The Say It With Charts Complete Toolkit

Gene Zelazny

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Total reviews: 1 Average rating: 3.0 of 5

Editorial Review:

The Complete Do-It-Yourself Kit for Creating Powerful, Interactive Presentations

Master presenter Gene Zelazny has shown thousands of professionals around the world how to design and deliver successful presentations. Now, he combines his bestselling Say It With Charts with his Say It With Charts Workbook into one comprehensive volume-complete with an all-new CD that lets you download and implement Zelazny's potent PowerPoint charts, graphs, and visuals!

This first-of-its-kind Toolkit reveals time-tested tips for putting your message in visual form and translating data into eye-catching, persuasive charts and multimedia presentations. Zelazny offers step-by-step advice on selecting and preparing the right charts, emphasizing key points, and encouraging your audience become active participants. He also shows you how to use today's digital technologies to create easy-to-follow, attention-grabbing visuals. Nowhere else will you find such comprehensive, authoritative information on:

• The different types of charts for any presentation
• Audience-tested techniques for communicating information
• Hands-on recommendations for lettering size, color, appropriate chart types, and more
• Techniques for dramatic eVisuals using animation, scanned images, sound video, and links to pertinent websites
• Tactics for customizing graphics to specific audiences

Branding for Nonprofits

DK Holland

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Customer Reviews:
Total reviews: 5 Average rating: 4.0 of 5

Don't Brand Yet! Stop Right Now and Buy This Book First! 5 out of 5 stars.
15 of 18 people found this review helpful.

This is an awesome book to read as you begin to plan how to communicate the identity of your organization! I like the line on page 2: "Cowboys all know you can't brand nuthin' till you tie three of its legs together, slam it to the ground, and sedate it." (Quote from Bart Crosby, Brand Designer) I agree, you have to master the subject--fully understand it to really brand it.

Holland writes (page 21), "Unfortunately, many nonprofits are too quick to hand the organization's branding over to an outside consultant and assume a reactive rather than proactive approach to the process. Worse than that, many consultants who work with nonprofits skip the design brief altogether. How can consultants possibly tell your story without you? They answer is they can't--and trying to do so often leads to unwelcome consequences, not the least of which is the possibility that your organization will have to live with an ineffective, half-baked brand,"

The book makes the case that we shouldn't design our brands without really understanding the entire organization and her target audiences. I wish more church graphic designers would take this advice and learn about ministry more before they start whipping out the stock images and funky-rock-and-roll designs. The book shows practical examples of branded collateral, etc. You need this book even if you are not a designer or in charge of the brand management of your organization!

Editorial Review:

•Addresses the connection between branding and fund-raising

• There are 1.6 million nonprofits in the United States. Stand out from the crowd!

Branding for Nonprofits provides the processes, tools, and thinking needed to brand to rebrand. Author D.K. Holland—a pioneer in the field—helps nonprofits approach the rebranding process with confidence and enthusiasm. Case studies reveal real-life situations in which nonprofits have successfully created branding opportunities out of dilemmas, creating a distinctive, clear identity that furthers their mission. Inspiring and demystifying, this book is the essential tool for nonprofits seeking to communicate their important work in a bold voice.

Advertising Campaign Strategy: A Guide to Marketing Communication Plans

Donald Parente

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Customer Reviews:
Total reviews: 4 Average rating: 4.0 of 5

Great Read for Marketing and Advertising 4 out of 5 stars.
5 of 6 people found this review helpful.

This book is an excellent source for understanding Advertising from A to Z. This book teaches all the necessary elements for developing a successful advertising campaign, creating the plansbook, and then winning the client's business. It gives great examples, it easy to read, as well as, thought provoking. It is truly a great guide to Marketing Commuincation Plans. It is used in Clark Atlanta's MBA Program for Advertising and Promotion. It's definitely "On Point!"

Great Service 5 out of 5 stars.
0 of 3 people found this review helpful.

I received the book in great timing and it was exactly as described. Good Job!

Editorial Review:

How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succed in the class now and get your project chosen in the future.

Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market

Chetan Sharma, Joe Herzog, Victor Melfi

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Customer Reviews:
Total reviews: 4 Average rating: 5.0 of 5

Editorial Review:

"This book is a critical contribution to defining the biggest opportunity in the wireless industry today—mobile advertising. And more importantly, it provides a blueprint to exploit that opportunity! Brilliant insights, clearly written—a must-read."--Paul Palmieri, President and CEO, Millennial Media

"The authors provide unique insights into the emerging world of mobile advertising in light of the distinct features—and challenges—of mobile media, and their perspectives will help operators and marketers grow mobile advertising and ensure the delivery of benefits to users, providers, and advertisers alike."--Dr. Robert Roche, Vice President, CTIA, The Wireless Association

A practical guide to the emerging mobile advertising market

Mobile Advertising covers the emerging and vibrant industry of advertising on mobile devices, soon to be a multibillion-dollar industry. This is a complete how-to guide for marketing executives who want to understand this disruptive engagement channel and take advantage of this hot new advertising medium. Drawing on years of experience from three industry veterans, insights from key influencers and decision makers, and detailed case studies from around the world, this book offers practical guidance on getting the most out of mobile advertising.

Joe Herzog (Seattle, WA) is Senior Director of Local Search Products at Infospace, Inc., a leading mobile search, media, and technology company. Victor Melfi (Seattle, WA) is Chief Strategy Officer at Voicebox Technologies and an expert in technology strategy, direct marketing, and advertising. Chetan Sharma (Seattle, WA) is President of Chetan Sharma Consulting and a leading strategist and advisor to influential technology brands worldwide.

"This necessary book is the kind of road map we all wish we had back in 2001. It will guide you to success in mobile advertising and help you cross the chasm from unproven to proven success for your brand. It will help technologists think about what they can bring to the table, and help investors think about where to invest." (Foreword, Mobile Advertising)--Greg Stuart, Former CEO, IAB, Coauthor, What Sticks

Sales Closing for Dummies

Tom Hopkins

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Customer Reviews:
Total reviews: 5 Average rating: 4.5 of 5

Editorial Review:

Without the close, there is no sale. Pretty obvious, right? Yet, for many salespeople, closing is the most baffling and elusive part of the selling process. All too often, salespeople meet qualified clients and charm them with an eloquent presentation, only to see the sale mysteriously slip from between their fingers in the end. Which is sad when you consider all the hard work – the prospecting, preparation, planning, and practice – done for the sake of a moment of truth that never arrives. Fortunately, closing is an art that can be mastered, and now Sales Closing For Dummies shows you how.

Packed with powerful principles that can help you become a top-producing salesperson, Sales Closing For Dummies is the ultimate guide to mastering that most mysterious part of the selling equation. Tom Hopkins, the legendary sales genius who, by age 30 was the nation’s leading real-estate trainer, demystifies closing and shows what it takes to be a champion closer, including how to:

• Lead a sale without being pushy
• Read the signs of an interested potential buyer
• Use questioning methods that close sales, time and again
• Help clients feel good about their buying decisions
• Keep your clients’ business and build their loyalty
• Build long-term relationships and watch your sales grow

With the help of dozens of real-life examples from a wide cross section of industries, Tom shows why professional selling is about communication, not coercion. And he shares his considerable insight and experience on:

• Verbal and visual buying cues and how to recognize them
• Choosing the best location for closing
• Addressing concerns and creating a sense of urgency
• Time-tested tactics and strategies for ending customer procrastination, overcoming their fear, closing from a distance, and more
• The ten biggest closing mistakes and how to avoid them
• Add-on selling and other ways of getting your clients to help you to build your business

Featuring Tom’s Hopkins’ trademark “Red Flag” key points and situation scripts, this fun, easy-to-understand guide arms you with the hands-on tools and techniques you’ll need to become a world-class closer.

The Complete Guide to Accelerating Sales Force Performance : How to Get More Sales from Your Sales Force

Andris A. Zoltners, Prabhakant Sinha, Greggor A. Zoltners

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Customer Reviews:
Total reviews: 6 Average rating: 4.5 of 5

Editorial Review:

Every firm's sales force combines the distinctive personalities of its members with complex issues of size, pay structure, incentives, performance evaluation, and effective uses of new technology. And while underrepresented in most marketing texts, the success of the sales force is a major component in the overall success of most companies.

The Complete Guide to Accelerating Sales Force Performance develops an effective, innovative framework for evaluating and improving the performance of any sales force. This book identifies and describes the key factors for creating a fast-track, go-to-market strategy. It's loaded with proven ideas for improving such "success drivers" as:

Culture * sales force structure * hiring * sales manager selection * training * compensation * technology * sales territory design * goal setting * performance management.

Packed with valuable insights and real-life examples, this guide is an excellent source of practical ideas for sales and marketing managers in all industries.

The Portable MBA in Marketing (The Portable MBA Series)

Charles D. Schewe, Alexander Hiam

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Customer Reviews:
Total reviews: 6 Average rating: 4.0 of 5

Editorial Review:

Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company's good fortune-the customer. The Portable MBA in Marketing, Second Edition is dedicated to the principle that the only guarantee for continued success is a consistent focus on and attention to customer needs, preferences, and expectations.

This powerful tool for business success in the twenty-first century furnishes bright, ambitious managers with a solid grounding in MBA-level marketing theory and practice. Fully updated and expanded, this new edition emphasizes fresh marketing strategies and cutting-edge marketing concepts and techniques that help keep you in touch with your customers. It focuses on the key issues facing companies today, including how to outperform competitors, anticipate future trends, improve advertising and sales, build customer loyalty, and market on the Internet.

Witty, well-written, and packed with plenty of new real-world examples, The Portable MBA in Marketing, Second Edition brings you up to date with the latest marketing ideas and techniques, including:
* New negotiation skills for salespeople
* Current marketing strategies
* Innovative approaches to qualitative research that deepen your understanding of your customers
* Hot topics such as cohort marketing, person-to-person marketing, and marketing on the Internet.

Written by two leading educators/marketing consultants and drawing material from the world's finest MBA programs, The Portable MBA in Marketing, Second Edition covers all the marketing innovations of the past decade in an engaging, accessible format that gets you to the information you need quickly and easily. It's the fastest way to give yourself the intellectual currency you need to market your products, services, and ideas at a whole new level.

The Portable MBA Series

The Portable MBA, with over 350,000 copies sold, continues to provide instant "MBA literacy" to managers, professionals, and business owners. Wiley's Portable MBA Series now takes this idea one step further by providing readers with a continuing business education. Titles provide comprehensive coverage of the primary business functions taught in MBA programs, as well as focused coverage of today's vital business topics.

SERIES TITLES: Core Curriculum

The Portable MBA, Third Edition
* The Portable MBA in Economics
* The Portable MBA in Entrepreneurship, Second Edition
* The Portable MBA in Finance and Accounting, Second Edition
* The Portable MBA in Investment
* The Portable MBA in Management
* The Portable MBA in Marketing, Second Edition
* The Portable MBA in Strategy.

Vital Business Topics

Real-Time Strategy
* New Product Development
* Total Quality Management, Second Edition
* Psychology for Leaders
* Market-Driven Management.

Also Available

The Portable MBA Desk Reference

The Portable MBA in Entrepreneurship Case Studies

Praise for ThePORTABLE MBA in Marketing, second edition

"I'm really 'gung-ho' about this book. If you follow its advice, your customers will become your 'raving fans.' Everyone needs to understand and apply these essential principles to attract and retain delighted customers." -Ken Blanchard author of the bestseller The One Minute Manager.

"Helps you keep your eye on the all-important marketing ball. Infused with turbocharged examples and the latest cutting-edge concepts. . . . [You'll learn] winning strategies and actions that will propel you successfully well beyond the millennium. This fully revised book will do wonders to improve your marketing game!" -Scott H. Creelman, Executive Vice President Spalding Sports Worldwide.

Marketing and Promoting Your Own Seminars and Workshops

Fred Gleeck

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Customer Reviews:
Total reviews: 29 Average rating: 4.5 of 5

Well Worth It's Weight In Gold! Definitely a Must-Have! 5 out of 5 stars.
9 of 9 people found this review helpful.

This is an awesome book! I got a lot out of it and, since I have so much experience in the direct response and speaking industries, it's very difficult for me to find books and other information that I don't already know.

This book offers so many things that I could immediately use to increase my bottom line, not just for my speaking business but my business in general.

If you are an aspiring speaker and can afford only one book, get this one. If you are an entrepreneur and have an entire reference library (like I do), it cannot possibly be complete without this book.

Learn How to Produce High Revenue Events 5 out of 5 stars.
9 of 9 people found this review helpful.

Fred Gleeck is paid a boatload of money to present a portion of this material at seminars, and he has a mentoring program in the $20K neighborhood. In deciding to buy this book, my thought was this: an $11.00 investment to tap into a prime knowledgebase would be money well-spent. And of course, I wanted to experience other approaches to the seminar and public speaking business, and after doing a lot of research, Fred Gleeck and Robert Jolles were the names that kept coming up again and again, with rave reviews.

Our company has been running successful seminars and symposiums for almost 20 years, and I will happily confess that I learned a ton from this book; I learned a new way of looking at seminars, profitability, and how to market seminars. I wasn't sure at first how I felt about his heavy-handed revenue-driven approach to seminars; I feel that educating is also an important component in the seminar equation. I got over my first impression, opened my mind, and when I did, I began to see ways to modify Gleeck's methods to allow them to work within our seminar structure, and within my comfort zone. I'd considered adding shorter informational seminars to our program, and again, this book gave me a sense of the structure, timing, and incidentals for several types of seminar/speaking events that we are planning to implement into our program. Other reviews of this book make this point again and again. Just having a solid knowledge of your seminar material, doesn't insure your success. Having a strong seminar structure, and a tight marketing plan that has been successful for others, certainly enhances your likelihood for success.

This book explains the why, when, how-to, and where-to of producing profitable, successful seminars, speaking events, and co-hosted seminar events. There is also information on public speaking in general. Mr Gleeck is very much a bottomline guy, and a successful one, so if you want to conduct profitable, successful seminars/events/public-speaking engagements, then I recommend you read this book and integrate the material that makes sense to you. There's a lot of incredibly valuable information in this book.

Editorial Review:

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